Paddy Power Betfair Puts Affiliates on Short Leash

This week online betting group Paddy Power Betfair put their affiliate partners on notice, saying that agreements will be shredded if an affiliate is found to be operating against internal regulations set forth by the company.

The announcement was made on the GPWA, where a company representative shared the message with users. The company says the following activities are forbidden per agreements with affiliates:

  • No media buying allowed
  • No SMS marketing allowed
  • No pop-unders allowed
  • Making email marketing look like it's sent on behalf of the company

Furthermore, the company states that any offers put out by affiliates must contain the words 'New Customer Offer, T&C's Apply 18+'.

The move comes after the UK Advertising Standards Authority clamped down on several major betting groups whose affiliates had created ads that didn't comply with regulations. Paddy Power Betfair is trying to avoid having the same thing happen to them, and noted: "We take the Gambling Commission Guidelines very seriously and want to ensure that all our affiliates are behaving in a responsible manner.

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lvblck
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16 September 2017 - 11:56am
#1

I can understand why they are doing it, to make sure that they are in control of the affiliates. It could make the amount of affiliates they have a smaller one as not everyone would be fine with that.

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bgsharpe
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30 September 2017 - 7:56pm
#2

They doing that for their image and also saving a potential fines I think but I don't think the question is not why they doing it...just should be admired for that.